Let’s Talk: Digital Display
We’ve talked a lot about specific types of Digital Display Ads but what are the differences them? And how do you know what type of Digital Display (Or online ad) is the best fit for your business?
What is Digital Display?
Digital Display Ads can be split into 5 main categories:
- Digital Audio Ads
- CTV (Connected TV)
- Video Ads
- Static Ads
- HTML5 Ads
What do Digital Display Ads do?
Digital Display Ads encompasses just about every type of online ad. Each type of Digital Display Ad has its own strengths and weakness. Effective campaigns are often the ones that know how to best utilize each type of ad.
Digital Audio Ads
What is Digital Audio Advertising? It’s all the ads you get that are just sound. For example, any podcast, Spotify or Pandora ad is Digital Audio. It’s expected that Digital Audio Ads from just podcasts will surpass a BILLION dollars in 2021 and that the average American will spend nearly 90 minutes a day listening to streamed music or podcasts by 2022.
Digital audio ads are a great way to connect with consumers through a channel that they enjoy. And it is very cost effective, because the ad only plays if they are listening to music or a podcast.
CTV (Connected TV)
Connected TV advertising refers to ads that are delivered to internet-connected TVs – for instance, via Hulu or Roku. CTV is increasing in popularity for marketers! Consumers are embracing these platforms so more and more ad inventory is becoming available. In fact, CTV advertising spend is expected to grow from $6.94 billion in 2019 to $8.88 billion this year, a 28% increase.
The specifies depend on what you need your funnel to accomplish. Some of the processes used are A/B testing, improving user on-page experiences, usability tests, and optimizing existing content.
Video Advertising fits into 2 categories: The ads that play connected to streamed content, such as Youtube ads, and display ads with video content. Those are the ads that start playing a video when your cursor scrolls over it and native video ads.
Video ads are extremely effective. Video content is more eye catching and engaging than static images or text and they are easier to remember. They are great at story telling and promoting brand messaging. Studies show that almost 75% of consumers prefer Video Ads over Text Ads.
Many Video Ads on social media platforms are re-sharable like native content, which makes it easier for consumers to promote your content for you.
Static Display Ads are probably what you think when you think of online ads. These Display Ads (or Banners) are the ads that are a solid image of various sizes in designated areas of a webpage or app.
Static Ads are also very effective for generating general brand awareness, retargeting, drawing attention to a specific sale, targeting location based traffic, and much more!
HTML5 Ads are attention-grabbing, interactive (or responsive) ads optimized for Google.
HTML5 allows a lot of flexibility and creativity with ads content and formatting. And, video, text, imagery, and audio files can all be used. The more imaginative ad, the more engagement. Which is why HTML5 ads tend to have much hight click-through rates than static ads!
HTML5 ads are rendered in code. This video ad was rendered in 35 pages of code.
What’s the best fit for you?
Every business and situation is different! No one type of ad is best for each business but usually a combination of the 5. Online advertising can be touchy so it’s important to have a strategy.
What’s your favorite type of Digital Display Ads to use for your business?